Iconic confectioner Ghirardelli kicked off the holidays in New York City earlier this week, inviting crowds of strangers to sing carols for a merry celebration of National Peppermint Bark Day.
Marking the 20th anniversary of Ghirardelli Peppermint Bark, the brand set up a giant gift box outside the Shops at the Oculus to catch the attention of passersby.
Intrigued by the box's "Holiday Spirit Meter," the crowd was gradually joined by a guitarist, a violinist, carolers, and a brass band, who led them through a rousing rendition of "Deck the Halls."
Once the holiday spirit peaked, the box opened to share over 30,000 squares of Ghirardelli Peppermint Bark with everyone present.
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In a press release, Ghirardelli Marketing VP Bobby Oliver shared the brand's aim of reminding people about the power of the holiday spirit:
"The holidays can always use more Peppermint Bark, and since this year marks the 20th anniversary of our beloved confection, we saw an opportunity to bring the joy of our chocolate to life in an unexpected and meaningful way."
Fans who couldn't experience the mystery box for themselves can still spread the season's tidings by sharing the video of the reveal on Instagram with #PeppermintBarkSeason for a 10% discount code and the chance to win a custom box of treats.
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Additionally, the brand will be celebrating the occasion again on Friday at Ghirardelli Square in San Francisco, where fans can enjoy limited-edition desserts, take photos with Santa, join DIY crafts workshops, and more.
Ghirardelli's brand campaign is a full-on celebration of Christmas, solidifying its connection to the season.
By launching a public spectacle that invited audience participation, Ghirardelli utilized experiential marketing to ingrain itself in the hearts of merrymakers — maybe even melting the hearts of some grinches.
A Minty Christmas
The current range of Peppermint Bark-flavored offerings available for a limited time at the brand's website and stores, as well as retailers nationwide, includes:
- Brownie Mix
- Snowmen
- Baking Mix-Ins
- Hot Cocoa
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Established in San Francisco in 1852, Ghirardelli has shared its passion for quality chocolate with generations of sweet tooths.
While the confectioner produces delicious treats year-round, the holidays have become something of a highlight for the brand, which has offered its seasonal Peppermint Bark and Dark Peppermint Bark Squares for two decades.
The holiday season is one of the busiest times of the year for chocolate brands.
Last month, KitKat also got into the Christmas spirit by launching its first-ever seasonal shape: KitKat Santas.
